Paper Info
Title
Differences in consumer loyalty and willingness to pay for service attributes across digital channels: the case of Japanese digital content market
Abstract
In this paper, we explored differences in consumer behavior between the mobile and PC internet. Specifically, we estimated mixed logit demand functions for mobile and PC subscribers in the Japanese digital content market and measured consumers' willingness to pay for attributes related to service quality. We found that the willingness to pay for more robust and more frequently updated content was on average higher in the mobile segment than in the PC segment. In addition, the overall switching costs mobile subscribers attributed to content providers were far higher than PC subscribers for the same content. Our results suggest that significant and measurable differences exist in the effectiveness and impact of similar content across different interactive media channels.
Year
DOI
Venue
2007
10.1145/1280940.1280990
IWCMC
Keywords
Field
DocType
japanese digital content market,service attribute,mobile subscriber,consumer behavior,pc subscriber,pc internet,mobile segment,pc segment,similar content,digital channel,updated content,consumer loyalty,different interactive media channel,mixed logit,service quality,interactive media
Internet privacy,Advertising,Service quality,Willingness to pay,Computer science,Consumer behaviour,Loyalty,Computer network,Mixed logit,Digital content,Interactive media,The Internet
Conference
Citations 
PageRank 
References 
0
0.34
1
Authors
2
Name
Order
Citations
PageRank
Donghun Kim182.94
Philip Sugai2111.29